With carbonated soft drinks facing mounting negative health perceptions from Americans, craft and natural options are showing promise
Although natural and craft comprise small, relatively new segments of the carbonated soft drink category, Mintel’s new “Carbonated Soft Drinks: Spotlight on Natural/Craft US 2015” report reveals that nearly three in five (57%) US adults agree that carbonated soft drinks made with natural ingredients are healthier than those made with artificial ingredients. What’s more, 34% are interested in seeing carbonated soft drinks with added benefits.
Despite being in its early stages, the craft and natural segments are poised to grow. While Mintel’s research shows that two thirds (66%) of US adults do not currently drink craft sodas, 44% of non-craft drinkers are interested in trying craft products. A similar trend is seen with natural soft drinks, of which 40% of consumers currently drink, with usage highest among parents (60%) and Millennials (58%).